Source NRF Monthly Consumer Survey A18 July 2017 83 Plan to Spend the Same or More than Last year 3 Source NRF Monthly Consumer Survey A18 July 2017 TV Influences Consumers Most ID: 672734
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Slide1
2017Slide2
Planned Back to School Spending
Source
: NRF Monthly Consumer Survey A18+, July
2017Slide3
83%
Plan
to Spend the Same
or More than Last year3
Source: NRF Monthly Consumer Survey A18+, July 2017Slide4
TV Influences Consumers Most
4
Source: GfK TVB Purchase Funnel
2017 A18+ Most
important
for media that registered 2% or higher.Slide5
“Have TV ads influenced your search selections?”
5
Source: GfK TVB Purchase Funnel 2017 A18+ “When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes)Slide6
Back to School: Media That Influences
6
Source: NRF Monthly Consumer Survey A18+, July 2017Slide7
School Start Dates Vary from DMA to DMA
Most start in August
7Slide8
Adults Start Shopping Weeks
Before School Starts
8
Source: NRF Monthly Consumer Survey A18+, July
2017Slide9
Start Advertising When it’s Right for Your Market with Spot TV
9
Lead By
a month
Latest BTS
Start Date
Earliest BTS
Start Date
6/30
7/31
9/7
National Media
Local Broadcast
Seattle
Boston
Tampa
Indianapolis
No Geographic FlexibilitySlide10
Women Are the Back To School Shoppers
10
Source:
2016 Fall GfK MRI, Base = Adults 18+ Slide11
Broadcast: Great Way to Reach
Back to School Shoppers
11
Source: Nielsen
NPower
6/26/2017 - 7/23/2017 Women 18+ w/children Live+SD Ratings; W+ 10 Cable Networks based on
W18+
Ratings.
Women 18+ with Children RatingsSlide12
Broadcast TV’s Reach: Higher Than Cable
12
Source: Nielsen
NPower
. July 13th
2017 Prime Women 18+ w/children Live+SD.Slide13
13
Source: Nielsen
NPower
06/26/2017
- 07/23/2017
Broadcast: Tops in Summer Ratings
Broadcast delivered
48
of the top 50 and 98 of the top 100 programs
with Women 18+ (w/children)
Women 18+ (w/children)Slide14
Broadcast Dominates,
Cable Under a 1 Rating For Summer
14
Source: Nielsen
NPower
(06/26/2017 -
07/23/2017
)
Live+SD
Women 18+ With Children.
To be read:
Nick
’s
Bubble Guppies
had a .
51
average rating in July 2017.
During the same time period, there were
295
Broadcast & Syndication programs that had higher average ratingsSlide15
Back to School Shopping
Categories and Stores Slide16
Planned Back to School By Category
16
Source: NRF Monthly Consumer Survey A18+,
July 2017
Category
Average Amount per
HH
Clothing and Accessories
(excluding shoes)
$238.89
Electronics or Computer
Related Equipment
$204.33
Shoes
$130.38
School Supplies
$114.12Slide17
Reach Moms Purchasing Back to School Clothing
With Broadcast TV
17
Source: GFK MRI Fall
2016, Base: Women 18+ w/children 0-17 years & –spent any amount on children’s clothing in
the last 12 months.
172
158
147
130
121
Top Programs by Index
124
120
117Slide18
Broadcast TV
Delivers Electronic Shoppers
18
Source: GFK MRI Fall
2016, Base: Women 18+ w/children 0-17 years Index. Shopped at Apple Stores or Best Buy anytime in the last 12 months.
170
132
127
122
Top Programs by Index
104
110
102
101Slide19
Step into Broadcast TV for Shoe Purchasers
19
Source: GFK MRI Fall 2016, Base: Adults 18+ w/children 0-17 years
& Spent
Any Amount on a shoes in the last 6 months.
166
145
136
136
129
Top Programs by Index
131
129
125Slide20
Broadcast TV
Reaches Back to School Supply Shoppers
20
Source: GFK MRI Fall
2016, Base: Adults w
/ Children Ages 0-17 & Purchased anything at Office Depot, OfficeMax, or Staples in the last 12 months.
152
150
144
142
138
140
136
124
Top Programs by IndexSlide21
Most Still Planning to Shop at Brick & Mortar Stores for
All Back
to
School Needs21
Source: NRF Monthly Consumer Survey A18+, July2017Slide22
Broadcast TV Delivers Department Store & Discount Store Shoppers
22
Source: GFK MRI
Fall 2016
, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne. Shopped at a Discount Stores in the past 6 months.
Department Stores
Discount StoresSlide23
Department Shopping is a Local Decision
23
Source: GfK MRI
2016 Market-by-Market
weighted by Women 18+ w/children 0-17 years. Belk, Nordstrom,
JCPenney
:
Shopped
in the last 3 months.
The Redder the Better- High BDISlide24
Most Shoppers are Likely to Buy School Supplies from Walmart and Target
24
Source:
eMarketer
Back-to-School Shopping Preview 2017 Report
Which
retailers
do you expect to purchase SCHOOL SUPPLIES from for the 2017-18 BTS season?Slide25
Cover Each Company’s Strong Markets
with Local Broadcast
25
Source: GfK MRI 2016 Market-by-Market weighted by Women
Shopped at Target or Walmart in the last 3 Months
The Redder the better- High BDISlide26
Online Shoppers Watch Broadcast TV
26
Source: GFK MRI Fall
2016,
Base: Adults w/ Children Ages 0-17 & Purchased anything at FedEx Office, Office Depot, OfficeMax, or Staples in the last 12 months.
129
128
125
125
121
122
120
117
Top Programs by IndexSlide27
Broadcast Websites are the Biggest Digital Influencers
27
Source: GfK TVB Purchase Funnel 2017 A18+ (% Most important media type among those who saw/heard ads in at least 1 media source).Slide28
Broadcast Websites Provide
Multi-platform Opportunities
28Slide29
81%
Visiting Local TV Websites
View Video Ads
29
Source: GfK TVB Purchase Funnel 2017 A18+ “How often do you look at the video ads on that local television station’s website or app?”
(Yes = combination of Every time, Most of the time & Sometimes)Slide30
Key Back to School Takeaways
About
83%
of consumers plan to spend the same or more than last yearBroadcast delivers Back to School ratings &
reachSchool start dates vary from market to market: Earliest start
is July 31. Start Advertising When it’s Right for Your Market with Spot TV Broadcast TV delivers major Back to School categories
Clothing
and accessories (excluding shoes)
Electronics or computer related equipment
Shoes
School
supplies
Local
TV stations provide one stop shopping for powerful broadcast TV and targeted digital initiatives through one coordinated sales
entity
30Slide31
Thank You